Getting Digital Webinar 3: Tracking Impact


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David Sim of Open Brolly and 4TM presentation about tracking the impact of your organisation’s activities online.

This was given as part of a webinar masterclass on 22nd April 2010. It is a look at how people can successfully track the impact of digital communication and social media, and how a social media strategy can be made manageable, and what benefits that all has for an organisation. Highlighting some good and bad practices and tools that will help you track and measure your online impact.

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Getting Digital Webinar 3: Tracking Impact

  1. 1. Tracking Impact <ul><li>David Sim </li></ul><ul><li>4TM Customer Engagement </li></ul>
  2. 4. She added: ‘The person responding for Nestle seems to be junior. In future they need look at the person who is responsible for monitoring the page and use someone more senior.' PR Week Opportunity for Nestle?
  3. 5. What Impact? <ul><li>Decide what you want to achieve </li></ul><ul><li>Relate to your business / personal objectives </li></ul><ul><li>Set targets </li></ul><ul><li>Consider call to action </li></ul><ul><li>Digital Engagement Plan - it’s all about people </li></ul>
  4. 6. Digital Engagement Plan <ul><li>Who do you want to reach? </li></ul><ul><li>Is your audience using digital platforms? </li></ul><ul><li>What platforms are they using? </li></ul><ul><li>What policies do we have? </li></ul><ul><li>How does it complement other marketing? </li></ul>
  5. 7. Qualitative <ul><li>Raise awareness? </li></ul><ul><li>Make customers happier? </li></ul><ul><li>Become part of discussions online? </li></ul><ul><li>Create a dialogue? </li></ul><ul><li>Be talked about as an expert? </li></ul><ul><li>Maintain relationship between visits / purchases. </li></ul><ul><li>Become better informed. </li></ul><ul><li>Consider outcomes... </li></ul>
  6. 8. Quantitative <ul><li>Increase visits to our website? </li></ul><ul><li>Get more fans / followers on social networks? </li></ul><ul><li>Increase reach in specific demographics? </li></ul><ul><li>Have more podcast subscribers? </li></ul><ul><li>Sell more good and services? </li></ul>
  7. 9. <ul><li>Reading the numbers... </li></ul><ul><ul><li>Hits / Visits / Bounce Rate </li></ul></ul><ul><ul><li>Length of time on site / Pages per visit </li></ul></ul><ul><ul><li>New visits / returning visitors </li></ul></ul><ul><ul><li>Who are your visitors? </li></ul></ul>Google Analytics
  8. 10. Conversion Value Value
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  15. 31. Facebook Insights
  16. 32. Museum of Modern Art
  17. 33. Insights
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  21. 37. Retweeting
  22. 38. Monetisation
  23. 43. Will It Blend?
  24. 44. eCommerce (and tie in with social media?) (and tie in with social media?)
  25. 45. Affiliate Schemes
  26. 46. Tracking Qualitative Measures <ul><li>Convert into measures where possible </li></ul><ul><li>E.g. engage with existing customers: Repeat vs New </li></ul><ul><li>Frequency of mentions? </li></ul><ul><li>Number of problems solved? </li></ul><ul><li>New contacts made? </li></ul><ul><li>Hits driven by social media </li></ul><ul><li>May be trend rather than absolute numbers </li></ul><ul><li>Survey </li></ul>
  27. 47. Using The Information <ul><li>Refine your digital engagement plan </li></ul><ul><li>Is the right person responding? </li></ul><ul><li>Assessing value to the business </li></ul>
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  29. 49. Why Track?
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  31. 54. 4TM Services <ul><li>David Sim </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul>